Why we're renaming Tiger Bread to Giraffe Bread

In response to overwhelming customer feedback that our Tiger Bread has more resemblance to a giraffe, from today we will be changing our Tiger Bread to Giraffe Bread and seeing how that goes.

How did this come about?

In May last year, three-and-a-half-year-old Lily Robinson asked us why Tiger Bread was called Tiger Bread when it looks much more like a giraffe.

Chris King, who at the time worked in our customer service team, picked up the letter and responded: "renaming tiger bread giraffe bread is a brilliant idea - it looks much more like the blotches on a giraffe than the stripes on a tiger, doesn't it?"

Lily's mum posted the letters on her blog and the rest, as they say, is history. The exchange started trending on Twitter and eventually died down. Last week, the exchange between Lily and Chris suddenly became a topic of conversation on social media networks again. Thousands of Tweets, Facebook likes and shares, hundreds of blog posts, phone calls from customers mentioned the exchange and commended us for this great piece of customer service.

We think that renaming tiger bread is a great idea and want to thank Lily for helping us see the spots for what they are. What about you? Do you think we should continue to call it giraffe bread? Let us know in a quick email.

Notes to editors

For a great bit of analysis on why the tiger bread letters went viral twice, head over to Blog til you drop.